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Editor's Pick. Land Rover “Claymation” advert

Agency: RKCR/Y&R and Wunderman

Client: Land Rover

RKCR/Y&R and Wunderman have launched an animated campaign for Land Rover to highlight the versatility of its Freelander 2 model.  The TV campaign broke across the UK on January 3, following its launch in Italy.

The 30 second TV spot features the Freelander 2 as it drives across a tumultuous and ever changing plasticine terrain – we see it journey through town, across country and forest, over mountains and ploughing through snow, demonstrating the vehicle’s all-round versatility.

The campaign will be accompanied by press and online executions, including a behind the scenes documentary on how this intricate animated world was created by Hornet, the Brooklyn based production company. The behind the scenes footage also features an interview with animated driver ‘Clay Mason’ on his experiences whilst driving the Freelander 2.

Dorian Leroy, global communications manager, Land Rover said: “This film is a departure for Land Rover. The Freelander 2, Land Rover’s biggest-seller, is a supremely capable vehicle used the world over.  We wanted to encapsulate this in a leading-edge global campaign.”

Graham Lang, Land Rover global integrated creative director, said: “Trying to stand out in the automotive market place is always a challenge but to stand out and get the right messages across is even more difficult. Claymation gave us a great way of doing both. I love the authenticity and charm of the medium and as a story telling device it gave us unlimited flexibility.”



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